It is surprising why we treat data so poorly. While the big tech companies like Amazon, Apple, Facebook, Google and Microsoft show what we can do with data, many companies are still struggling to maximize the hidden value in their data corporate assets.

This thought leadership article, authored by London Research in partnership with Adobe, examines how smart companies are become data-centric (and not just data-driven), why we need to democratize data, the advantage of open data, the hidden potential of AI and why we need to see data scientists as change catalysts.